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Advanced Electric Machines

Brand and website overhaul for the UK’s fastest-growing sustainable electric motor manufacturer.

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In the lead-up to their Series A raise, AEM wanted to shed their outdated and overly-techy identity.

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To establish AEM's reputation as a leading challenger brand in the automotive manufacturing industry, both the brand and website needed a revamp.

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The end result is a premium and precise look and feel built upon the core foundations of AEM's original brand.

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Since launching the new brand and website, AEM has secured backing from the UK Government and raised £23 million at Series A.

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In the lead-up to their Series A raise, AEM wanted to shed their outdated and overly-techy identity.

Image
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To establish AEM's reputation as a leading challenger brand in the automotive manufacturing industry, both the brand and website needed a revamp.

Image

The end result is a premium and precise look and feel built upon the core foundations of AEM's original brand.

Image
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Since launching the new brand and website, AEM has secured backing from the UK Government and raised £23 million at Series A.

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Advanced Electric Machines In the lead-up to their Series A raise, AEM wanted to shed their outdated and overly-techy identity. They already boasted a market-leading offering and a sizable customer base, but their products appeared to be in the concept stage due to a lack of usable visual assets. AEM faced a challenge common to many early-stage startups: they had a logo and a basic colour palette, but their brand assets and visual language were largely non-existent. This hindered their ability to maintain credibility in conversations with investors and customers. To establish AEM's reputation as a legitimate, confident, and ambitious player in the automotive manufacturing industry, both the brand and website needed a revamp. Our team embarked on this mission with a fresh perspective and a vision to transform the logo and colours into a coherent, usable visual language. Taking inspiration from the logo's minimalist and geometric style, Outfly's designers developed fundamental components and guidelines for both brand and website. From colour usage, iconography, and layout to animated interactions, navigation, and forms, these new rules and assets formed the foundation of AEM's elevated identity. A major challenge was clearly communicating AEM's inherently complex offering. It wasn't enough to claim AEM's products were the smartest, greenest, and most powerful on the market; we needed to show it. Outfly's solution was to develop a distinct style of 3D product renders, blending material realism with a premium, high-polish feel. Exploded view animations further enhanced this, making it easy for anyone to understand the products' composition, functionality, and key benefits. Finally, we wanted to inject a more aspirational feel into the brand. We achieved this by developing a mix of abstract and objective 3D assets that visualised energy and movement, along with an illustrative set of imagery that expressed AEM's values and product features. The end result is a premium and precise look and feel built upon the core foundations of AEM's original brand. Since launching the new brand and website, AEM has secured backing from the UK Government and raised £23 million at Series A.
client Advanced Electric Machines
Type Brand | Digital | Communications | 3D & Motion
year 2023
 
Advanced Electric Machines In the lead-up to their Series A raise, AEM wanted to shed their outdated and overly-techy identity. They already boasted a market-leading offering and a sizable customer base, but their products appeared to be in the concept stage due to a lack of usable visual assets. AEM faced a challenge common to many early-stage startups: they had a logo and a basic colour palette, but their brand assets and visual language were largely non-existent. This hindered their ability to maintain credibility in conversations with investors and customers. To establish AEM's reputation as a legitimate, confident, and ambitious player in the automotive manufacturing industry, both the brand and website needed a revamp. Our team embarked on this mission with a fresh perspective and a vision to transform the logo and colours into a coherent, usable visual language. Taking inspiration from the logo's minimalist and geometric style, Outfly's designers developed fundamental components and guidelines for both brand and website. From colour usage, iconography, and layout to animated interactions, navigation, and forms, these new rules and assets formed the foundation of AEM's elevated identity. A major challenge was clearly communicating AEM's inherently complex offering. It wasn't enough to claim AEM's products were the smartest, greenest, and most powerful on the market; we needed to show it. Outfly's solution was to develop a distinct style of 3D product renders, blending material realism with a premium, high-polish feel. Exploded view animations further enhanced this, making it easy for anyone to understand the products' composition, functionality, and key benefits. Finally, we wanted to inject a more aspirational feel into the brand. We achieved this by developing a mix of abstract and objective 3D assets that visualised energy and movement, along with an illustrative set of imagery that expressed AEM's values and product features. The end result is a premium and precise look and feel built upon the core foundations of AEM's original brand. Since launching the new brand and website, AEM has secured backing from the UK Government and raised £23 million at Series A.
client Advanced Electric Machines
Type Brand | Digital | Communications | 3D & Motion
year 2023

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